It dresses have become bigger as boutiques begin to follow the high street in making fashion more inclusive.
The London-based brand RIXO is only three years old, but the dresses are now seen all over Instagram. The distinctive patterned dresses have been worn by stars such as Margot Robbie, Holly Willoughby and Kylie Minogue and are generally seen by fashionistas as a must-have item.
The co-founders have recently decided to change their sizes; while they originally stocked small as a size eight, medium as a 10 and large as a 12, they have now added three extra sizes. This means the small dresses are now a 10, medium a 12 and large a 14.
Henrietta Rix, the co-founder at RIXO, told The Telegraph that they made the change as soon as they were big and established enough to do so.
She said: “Our customers are at the centre of everything we do! We want women of all ages, shapes and sizes to be able to wear one of our pieces and feel amazing.
“To this day we are still self-funded and as soon as we had grown enough to be able invest back into the business the first this we did was focus on size and fit, firstly offering three more sizes and expanding our size range from size XXS (UK 6) to XL (UK 16). Since we expanded the amount of sizes we were able to offer, it allowed us to re-look at exactly what we called our sizes and make sure they were true to size.”
She and her co-founder Orlagh McCloskey have also recently hired a permanent garment technologist to perfect the fit of their dresses so they are more flattering.
Ms Rix added: “We are constantly taking into account customer feedback and genuinely listening to the women who wear RIXO, so we can keep improving and give our customers the best experience. We will be including even more sizes as we grow to ensure that we can be as inclusive, empowering and inspiring as possible for our customers and to continue to grow our amazing community of #HumansOfRIXO.”
Last year, high street fashion outlet H&M made a similar move after customers complained its sizing was too small.
Their european sizing meant that clothes often came up small. While a UK size 12 equates to a EUR 40, size conversion at H&M meant that clothes in this size were labelled as a EUR 38, which is actually a size 10.
However, after customer complaints, the shop made a change which meant an item which would have previously been labelled as size 12 is now size 10, and an item that was previously labelled a 20 is now an 18.